An Introduction to Marketing Automation Software (MAS)

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Ann Stanley, Anicca Digital MD, explains how marketing automation software is used for automation and integration of marketing tasks and how it can be successfully used for lead generation and nurturing by B2B companies, particularly where there is a long buying cycle.

Ann’s presentation includes the SECRET of how an anonymous visitor to your site becomes “known”! Ann’s message is clear – marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!

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An Introduction to Marketing Automation Software (MAS)

  1. 1. An Introduction to Marketing Automation Software (MAS) by Ann Stanley Managing Director
  2. 2. @AnnStanley
  3. 3. @AnnStanley
  4. 4. @AnnStanley Some of Anicca’s Clients
  5. 5. @AnnStanley Background to Marketing Automation Software (MAS)
  6. 6. @AnnStanley What is Marketing Automation? • A software platform used for automation and integration of marketing tasks • Mainly used for lead generation and nurturing by B2B companies, particularly where there is a long buying cycle Source: http://themarketingnetwork.com.au/services/strategy/marketing-automation
  7. 7. @AnnStanley How the buying cycle has changed Marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!
  8. 8. @AnnStanley Nurturing prospects and clients
  9. 9. @AnnStanley How marketing automation aids this process Source - http://commadot.com/wp- content/uploads/2010/02/MarketingAutomation.png
  10. 10. @AnnStanley How companies utilise marketing automation
  11. 11. @AnnStanley Perceived benefits by users of MAS
  12. 12. @AnnStanley Features of Marketing Automation Software
  13. 13. @AnnStanley What are the main features? http://www.loopfuse.com/marketing-automation.php
  14. 14. @AnnStanley Initial set-up • Customise account settings e.g. for location • Set-up staff users and profiles • Tag website with relevant tracking code • Use API Connectors to link to other software eg CRM, AdWords, WordPress • Use Social Connectors eg Twitter, LinkedIn • Create website forms • Create stationary with your logos and branding • Create templates e.g. for email • Set-up competitors’ websites and social profiles • Import lists (via CSV), map field names, add unsubscribes • Exclude your company static IP address • Set up alerts for staff to ensure an uninterrupted customer journey
  15. 15. @AnnStanley Example of a Dashboard Anonymous companies (ISP of visitor) Web pages getting visits Email messages Known people visiting Landing pages getting visits Contact from submission
  16. 16. @AnnStanley How does an anonymous visitor become “known”? • Completed a form on your website • Visited a page on your website after receiving an email • Click a link from an email you have sent out • Click a link from a social media post you have created • Note: Not all software uses the same methods
  17. 17. @AnnStanley Anonymous and known visitor tracking
  18. 18. @AnnStanley Website analytics – Known vs. Anonymous
  19. 19. @AnnStanley Known vs. Anonymous visitors by day Email sent
  20. 20. @AnnStanley Page views by anonymous or known visitors
  21. 21. @AnnStanley Importing lists using CSV – Mapping field names
  22. 22. @AnnStanley Marketing lists and segmented sub-lists
  23. 23. @AnnStanley Lead scoring rules
  24. 24. @AnnStanley Marketing list segmented by score of >11
  25. 25. @AnnStanley Individuals profile and behaviour
  26. 26. @AnnStanley Timeline of activity of known visitor
  27. 27. @AnnStanley Editing a record
  28. 28. @AnnStanley CRM integration (e.g. Salesforce)
  29. 29. @AnnStanley Creating or editing forms and landing pages
  30. 30. @AnnStanley Form on the website with results Form added using an i-Frame
  31. 31. @AnnStanley Creating or editing an email
  32. 32. @AnnStanley Planning a drip email campaign
  33. 33. @AnnStanley Email Reporting
  34. 34. @AnnStanley SEO checks of web pages
  35. 35. @AnnStanley Social publishing
  36. 36. @AnnStanley Reporting on social publishing
  37. 37. @AnnStanley Tracking competitor activity
  38. 38. @AnnStanley AdWords integration – ad groups and keyphrases
  39. 39. @AnnStanley Other features not covered today • Landing page tests • Blogging (offered in some systems) • Events and webinars • Content management, media and Dynamic content
  40. 40. @AnnStanley Choosing a Supplier
  41. 41. @AnnStanley Who are the main suppliers? Source - http://cdn.chiefmartec.com/wp- content/uploads/2014/01/marketing_technology_jan2014.png
  42. 42. @AnnStanley Most popular systems
  43. 43. @AnnStanley Choosing a supplier • Your business objectives • Third party reviews • Feature lists • Deal breaking criteria e.g. integration with existing CRM • Price per user/month • Scaleability • Demos
  44. 44. @AnnStanley Forrester Report on suppliers for small businesses
  45. 45. @AnnStanley SiriusDecisions
  46. 46. @AnnStanley G2 Crowd Grid
  47. 47. @AnnStanley Matrix of suppliers vs features
  48. 48. @AnnStanley How much does it cost? <£500/month: • InfusionSoft • Act-on • Constant Contact Toolkit • Sharp Spring £500-£1000/month • Salesfusion • Hubspot (lite versions) £1000+ • Marketo • Pardot • eTrigue • Eloqua Alternative pricing info at : http://blog.capterra.com/2014- marketing-automation-software- pricing-guide/ Source: Third Door Media
  49. 49. @AnnStanley Examples of selection criteria (for our agency and use by our clients) • Integrated CRM and features of database • CRM connectors • Price for agencies/future clients • AdWords integration • 3rd party rating/credibility of packages • WordPress integration • API • Clients access to system - managed or full access • Accredited partner program • UK office • Unlimited emails per month • Blog hosted on our site
  50. 50. @AnnStanley Useful resources • https://library.hubspot.com/marketing-automation • http://uk.marketo.com/reports/siriusview-marketing-automation- platforms-2014/Forrester • http://www.eloqua.com/content/dam/eloqua/Downloads/whitepaper s/Forrester-Wave-L2R-Platform-Vendors-Q1-2014.pdf • http://www.marketo.com/_assets/uploads/SiriusView-Marketing- Automation-Platforms-2014.pdf?20140602173145 • https://www.g2crowd.com/categories/marketing-automation • http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/imag es/MIR_1303_MarketAuto.pdf • http://blog.capterra.com/top-marketing-automation-blogs/ • http://www.slideshare.net/PepperGlobal/pepper-webinar-final • http://www.capterra.com/marketing-automation-software/
  51. 51. @AnnStanley Thank You! Ann Stanley ann@anicca.co.uk 07930 384443

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